On the afternoon of January 19, 2021, Taiji Distillery Kaiyuan-Revitalization of Cantonese Wine Development Forum and Chen Taiji Wine New Product Launch Ceremony was held at New Shiwan Art Museum in Guangdong Province, which means that Shiwan Distillery “Chen Taiji” high-end brand products The official launch and start of operation marked a new milestone in the high-end and national development of Cantonese wine. The event is guided by the Guangdong Wine Industry Association, hosted by Guangdong Lingnan Wine Culture Research Institute, undertaken by Guangdong Shiwan Wine Group, and co-organized by Guangdong New Shiwan Art Museum and Foshan TV Station.

Wang Yancai, Honorary Chairman of the China Liquor Industry Association, Liang Bangchang, a Chinese liquor champion, Xiang Ning, a well-known media person and chief industry expert of Nine Stones, Peng Hong, chairman of the Guangdong Liquor Industry Association, and Fu Xiaowen, Zhong Bingxiong, Chen, experts from the Development Strategy Committee of Guangdong Liquor Industry Zhonglie, Wu Jianxin, Lao Yibo, President of Guangzhou Liquor Industry Association Chen Peng, Executive President of Shenzhen Liquor Industry Association Xie Bao, Foshan Liquor Industry Association Advisory District Hui Niang, Foshan Liquor Industry Association Secretary-General Zhou Lei, Zheng Zusheng, President of Jiangmen Liquor Industry Association, Jian Jianhua, Honorary President of Dongguan Liquor Industry Association, Wu Hua, General Manager of Guangdong Zummao Liquor Industry Co., Ltd., and other leaders from major wine associations and businessmen in the Greater Bay Area, Guangdong Shi Fan Shaohui, Chairman of Wan Distillery Group and owner of Chen Taiji Winery, Zhong Changgui, President of Shiwan Distillery Group, Zhou Wenyan, Secretary of the Party Committee and Vice President of Shiwan Distillery Group, Guo Bo, Chief Engineer of Shiwan Distillery Group and other guests and Shiwan Representatives of the winery group distributors participated in this event, and major mainstream media reported on the event.




Taiji Kaiyuan, creating a new era of Cantonese wine

As the secretariat unit of the National Soy-flavored Liquor Standardization Committee, Guangdong Shiwan Distillery Group was formerly Chen Taiji Winery, which was founded in the tenth year of Daoguang in the Qing Dynasty (1830), and has been committed to exploring the direction of Guangdong wine revitalization for many years. With the theme of "Taiji Kaiyuan" and the opportunity of Shiwan Winery Group's new development node spanning 191 years, the conference launched the strategic high-end product "Chen Taiji Wine" and announced the official market operation of the "Chen Taiji" brand series products. , Held a forum to revitalize the development of Cantonese wine, gather the wisdom of Cantonese wine, explore the path of Cantonese wine, set a new benchmark for Cantonese wine, and create a new era of Cantonese wine.

At the meeting, Wang Yancai, honorary chairman of the China Liquor Industry Association, highly affirmed Shiwan Distillery Group's promotion of the development of the liquor industry. Wang Yancai pointed out that from the first wine industry "opening ceremony", to the holding of the Chinese liquor winery culture summit, the opening of the Chen Taiji cultural experience space and the launch of the Chen Taiji winery and other major measures, the structure upgrade, high-end experience and image of Cantonese wine have been realized. Value display, based on the development of China's wine industry, explore new effective ways to revitalize Guangdong wine. The new product release of Chen Taiji wine further reflects the strong confidence of Shiwan Winery Group in promoting brand upgrades, enhancing industrial strength, and striving to explore the development of Cantonese wine and the new model of Chinese wine industry development. It also allows the Chinese wine industry to see The backbone of the Cantonese wine camp.

At the meeting, Fan Shaohui, Chairman of the Development Strategy Committee for the Revitalization of Cantonese Wine, Chairman of Guangdong Shiwan Winery Group, and Owner of Chen Taiji Winery, delivered a speech, from the perspective of "cultural promotion, quality upgrade, brand launch, consumer education, product launch, "Practice of public welfare, model leadership, and network-wide construction" introduced Shiwan Distillery Group's work promotion since the establishment of the Development Strategy Committee for the Revitalization of Cantonese Wine.

Peng Hong, chairman of the Guangdong Liquor Industry Association, believes that as a long-established Cantonese wine enterprise, Shiwan Winery Group has always inherited traditional craftsmanship and continuously innovated development paths, providing a positive reference for the revitalization of Cantonese wine, especially in In the context of the 2020 epidemic, the holding of the China Baijiu Winery Cultural Summit, the opening of the Chen Taiji cultural experience space and the launch of the Chen Taiji Winery have become the annual event of Cantonese wine. The "Taiji Kaiyuan" as a theme activity for the revitalization of Cantonese wine led by the Shiwan Distillery Group includes not only the macro design of ideas exchanges, industrial planning, cultural empowerment, etc., but also the innovative expression of the image of Cantonese wine, the expression of the quality connotation of Cantonese wine, The comprehensive display of Cantonese wine culture has practical significance for the promotion of the "five products" strategy advocated by the Provincial Wine Association with quality, category, appearance, brand, and tasting as the core. It is an effective model worthy of reference for Cantonese wine peers And action.





Experts and scholars gather to discuss the new direction of Cantonese wine

The conference specially invited Liang Bangchang, the Chinese liquor champion, Peng Hong, the chairman of the Guangdong Liquor Industry Association, Fan Shaohui, the chairman of Shiwan Distillery Group and the owner of Chen Taiji Winery, the chairman of Kweichow Moutai Guangdong Distributors Association, and the director of Friendship Wine Industry Long Fu Xiaowen and other guests launched the "Revitalizing Cantonese Wine Development Forum". Industry celebrities, experts and scholars gathered together to discuss ideas for the revitalization of Cantonese wine, focusing on the opportunities and challenges faced by Cantonese wine in the post-epidemic era, the new breakthrough direction of Cantonese wine, and the development path of Cantonese wine nationalization and internationalization. The guests offered suggestions for the future development of Cantonese wine and exchanged ideas for strengthening the planning of the Cantonese wine industry. The forum was hosted by Xiang Ning, a well-known media person and chief industry expert from Nine Stone.




Why is wine not developed in such a developed area in Guangdong? In this regard, Fan Shaohui, chairman of Shiwan Winery Group and owner of Chen Taiji Winery, pointed out that culture is an important factor in the success or failure of Cantonese wine. On the one hand, Guangdong's low-key, pragmatic and inclusive cultural characteristics have intensified the intrusion of foreign brands; on the other hand, the material quality and spiritual quality of liquor are equally important. Fan Shaohui believes that the elegant style of Cantonese wine may be the next frontier in the consumption trend of liquor. After ensuring the quality and direction, it is the core of the revitalization of Cantonese wine and the development of the country by making full efforts in culture to cultivate and guide consumers.

As the chairman of Kweichow Moutai Guangdong Distributors Association, Fu Xiaowen started from his early experience in the distribution of Moutai, and through observations on the development of the Guangdong wine market for decades, he bluntly stated that the development of Cantonese wine has "not enough publicity and not outstanding culture" The key issue. On the one hand, Cantonese wine should express its value; on the other hand, "Cantonese businessmen make Cantonese wine" should become a positioning target formed by distributors and producers.

Chen Peng, president of the Guangzhou Liquor Industry Association, pointed out that the quality and cultural value of Cantonese wine must be upgraded through the upgrade of the dealer system.

Chinese liquor master Liang Bangchang couldn’t help but sigh when talking about the market structure of Cantonese liquor. Southern liquor was better than northern liquor. However, in the past, northern liquor "goes south" and Cantonese liquor did not "go north", which led to the reform of Cantonese liquor in the last century. The opportunity for development was missed when it opened up. At present, Cantonese wine is in a market dilemma where the high-end market is occupied by Mao Wuyang and the low-end brands are intercepted by other foreign brands. It maintains production and increases sales value. Through product upgrades, R&D, culture, To build a brand through marketing and other methods is the direction that Cantonese Wine still strives for.

In this regard, Fan Shaohui took Shiwan Yubingshao's product upgrade and Chen Taiji Winery sold 6000 yuan per bottle as an example. He believes that it is particularly important to change the past people's impression of the low-end Guangdong wine from culture and thinking. "Several major wineries in Foshan account for 80-90% of Guangdong's real estate wines, so they are worthy of our attention." He pointed out that Guangdong wine companies should unite with the outside world. While keeping Cantonese wines cheap and good, they also better Reflect the quality and value of Cantonese wine.

Xie Bao, executive chairman of the Shenzhen Liquor Industry Association, also believes that Cantonese wine urgently needs to change its low-end impression. He believes that the revitalization of Cantonese wine should improve the craftsmanship and quality while improving the spread; he pointed out that the phenomenon of selling high prices with Japanese sake, Cantonese wine should also do a good job in expressing quality, in order to change the past people’s low-end Cantonese wine impression.

Zheng Zusheng, president of the Jiangmen Liquor Industry Association, saw the energy accumulation process of Cantonese wine. He believes that from the change process of Guangdong wine merchants' distribution of product structure, Cantonese wine has actually become more and more recognized and recognized.

Peng Hong, chairman of the Guangdong Liquor Industry Association, analyzed that Guangdong is a major consumer and a major producer in the liquor industry. Judging from the province’s approximately 56 billion liquor sales, Guangdong liquor currently accounts for only about 10%. But it can also be seen that Cantonese wine has a large upgrade capacity and a large appreciation space. He believes that with the continuous promotion of culture, regional brands will have a huge market, and Cantonese wine is accompanied by the geographical attributes of Guangdong. "Eating Cantonese food and drinking Cantonese wine" will also become a major advantage in the creation of Cantonese wine scenes and consumer cultivation.

Jian Jianhua, Honorary President of Dongguan Liquor Industry Association, deeply felt that Cantonese wine is a complex of Guangdong life. Shiwan Jade Bing Shao has become a memory for many people when they first arrived in Guangdong. Nowadays, "eating Cantonese food with Cantonese wine" is still a better choice when coming to Guangdong. Liang Bangchang pointed out that many first-tier domestic brands have achieved brand upgrades. On the other hand, Cantonese wine should also do a good job in cultural cultivation and product upgrades to achieve brand surpassing on the premise of maintaining the output and the use of functions.

Liang Bangchang also believes that Chen Taiji opened an experience store in Guangzhou Zhujiang New City and released new products of "Chen Taiji Wine" to bring new upgrades to Cantonese wine and set an example for the revitalization of Cantonese wine. "The revitalization of Cantonese wine has a long way to go, and it will definitely succeed!" Liang Bangchang said. At the end of the forum, the guests wrote the Cantonese wine revitalization blessing on the wish card, displayed and sealed the time capsule.




Cantonese Wine Benchmark is newly listed, 224 strategy is fully launched

At the event site, after a Lingnan lion dance performance symbolizing auspicious rise, Wang Yancai, Peng Hong, Fan Shaohui and other leading guests took over the lion dance and presented the new "Chen Taiji" wine product and inserted it in the corresponding position of the starter, jointly representing Chen Taiji The "ji" shape of the brand's core content started to light up, and the mystery of "Chen Taiji Wine" was officially unveiled on the screen, which made the guests shine. "Chen Taiji Liquor" uses the dryness and beauty of Chinese ink and wash to express the heritage of the Chen Taiji brand through time, reveals the unique Lingnan cultural temperament, and demonstrates the cultural power of Chinese liquor brands.

As a strategic mid-to-high-end product prepared by Shiwan Distillery Group for many years, "Chen Taiji Wine" strictly follows Chen Taiji Winery’s wild strains to make koji, the ancient method of winemaking in Taogong caves, and selects elegant liquors and old liquors. The wine is slightly yellowish in color, full-bodied, rice, floral, honey, and Chenxiang are all elegant and elegant, and the product packaging is based on the color of purple sand, lined with a dynamic texture of flowing ink, focusing on the Chen Taiji trademark and the Lingnan lion Elements, to achieve the image of the integration of Chinese classics and international trends.

The official release of "Chentaiji Wine" after the listing of Chentaiji Winery also marked the full launch of the "224 Development Strategy" of Guangdong Shiwan Winery Group, namely with "two major flavors, two major brands, and four major products" In the new era of development strategy positioning, the two brands of “Shiwan Yubing Shao” and “Chen Taiji” are operated by inheriting the two major liquor flavors of soy-flavor and elegant, forming “Chentaiji Winery’s precious luxury products and Chentaiji”. The four-grade product structure of Taiji mid-to-high-end products, Shiwan Yubingshaodong collection mid-range products, and other popular products meets the new changes in the current consumption structure and leads the development of the Guangdong wine industry.

Industry insiders believe that the official launch of Chen Taiji wine is a major strategic launch of Shiwan Winery Group on the basis of forming a winery operating system and full marketization of circulating products, upgrading mid-to-high-end products and clarifying the brand structure. It is also a comprehensive upgrade and redefinition of Cantonese wine product structure and mainstream prices. The products fill up the vacancies of Cantonese wine in the Guangdong high-end liquor market, and especially follow the new middle class's further expansion and consumption upgrade trend, which has important forward-looking significance for the stable development of the Cantonese wine product market. At the same time, the theme of this event was "Taiji Kaiyuan", which expressed Shiwan Distillery Group's great determination to lead the upgrading of Cantonese wine with brand promotion and industrial development. The successful holding of the Forum on Revitalizing the Development of Cantonese Wine has provided feasible ideas for the new development of Cantonese Wine in the post-epidemic era, and has important reference significance for the development of China's wine industry during the "14th Five-Year Plan".